Situation: Since our partnership with growing NYC powerhouse Pace University began in 2019, we’ve tackled big goals through changing landscapes. We developed the Go-Getters brand to capture its energy and optimism, unify Pace’s diverse student body, and celebrate the University’s ability to launch students on an upward trajectory. It also positions Pace as driving the conversation – infusing energy and innovation into business, technology, environmental law, and more. After a wildly successful brand launch and three years in the market, we took the opportunity to assess market changes, how the University had evolved, and how the brand should reflect those changes. We refreshed the Go-Getters brand accordingly and kicked things off with an updated advertising campaign that hit the NYC tri-state market in Fall of 2024.
Solution: A sharpened message celebrating undeniable outcomes, a refreshed look, and new photography came together to create the updated Pace University brand campaign creative that would make clear, although it might not be the only game in town, Pace is a New York original.
Results: The Go-Getters brand platform initially launched in Summer 2021, followed by the brand awareness media campaign in Fall 2021. The brand tracking study we conducted in Spring 2023 reflected Pace’s dramatic awareness and reputation increases among its competitor set in NYC and the region at large. It also showed a dramatic alumni net promoter score lift. The brand campaign has been integral to Pace’s brand growth in myriad ways, with enrollment on the rise at both the NYC and Westchester campuses per Fall 2025 data.
Brand tracking study results 2023:
- 11% increase in brand awareness
- 16% increase in overall sentiment in Westchester County and 8% increase in NYC
- 7% increase in consideration levels for Westchester and 4% increase in NYC
- 18% increase in the alumni Net Promoter Score
2024 media results post brand refresh:
- 32% increase in engagement compared to the previous cycle
- 39% increase increase in Facebook and Instagram traffic year over year
- 33 million+ OOH impressions
- 750K site visits for an increase of 5.4% compared to the previous year
What we did: comprehensive brand study, brand tracking research, brand strategy, brand concept, logo development, brand implementation, brand and social media guidelines, brand training and consultation, COVID communications, photography, video production including brand anthem and storytelling series, enrollment materials, environmental design, web design and messaging consultation, visit center welcome presentation, brand awareness campaign including digital, transit, OTT/CTV, out-of-home, and radio, brand refresh, ongoing brand campaign management